Organic search traffic accounts for a third of traffic to business websites. As this is more than both social and paid traffic combined, the understanding and implementation of SEO is something pivotal to your website, and ultimately your business. Improving the visibility of your website on search engines is the responsibility of an SEO expert, however the following blog will enrich you with what is needed to optimise effectively on your own!
What is SEO?
Search Engine Optimisation, or SEO, is the process of enhancing your website so that it is more visible when individuals use platforms such as Google, Bing and Yahoo to search for products or services related to your business. The better your visibility on search engines, the more potentially converting customers you will attract to your site.
In simple terms, when searching for a product online, search engines work so you will land upon the web pages of the first few websites in the search results - you’re unlikely to find what you’re looking for on page 16! Website page SEO will enable you to rank higher, attracting more customers and driving more traffic to your website.
Why is SEO important?
SEO can be utilized to draw consistent and untold volumes of prospective customers to your website; this of course means more conversions for your business! Implementation of the correct keywords across your website will encourage transparency amongst the search engines; when they ‘crawl’ your website they will see exactly what your business is, enabling you to appear where relevant, and at a better ranking position.
How to implement SEO on your website
Technical SEO is when you optimise the infrastructure of your website, ready for the required indexing and crawling phase of a search engine. The following factors can improve your technical SEO:
SSL Certificate - this is the padlock symbol next to the URL of a website. An SSL certificate encourages trust for users and promotes site security.
Site Map - your website structure needs to be a clear flow in order for both your users and search engines to navigate around easily.
Remove dead/broken links - broken links disable search engines to crawl your website, this will negatively impact your ranking, in addition to worsening the user experience for your customers.
Optimise URL structures and Meta Tag descriptions - it is important to include keywords in page URLs and Meta descriptions, as these are key ranking factors.
Technical SEO audits are vital upkeep, if a search engine is unable to crawl your website due to technical faults, then it will not be able to further crawl and rank your content - this will negatively affect your SEO as the content, and overall site, will be inaccessible, despite what high quality it may be.
SEO experts prioritise the strengthening of a website's authority, as it will improve the overall ranking and visibility. Authority can be enhanced through factors such as high quality backlinks, testimonials and assessing the age/credibility of your domain.
Backlinks are a building link from one website to another. If you purchase from a reputable and relevant site with high authority, this will positively impact your website's authority score - as the other, credible website is thought to endorse/promote your service or product.
When purchasing internal backlinks, it is important that the chosen website is both relevant and of a respectable authority; purchasing a backlink from an irrelevant or low authority site will negatively impact your SEO efforts.
Creating content that implements factors of your guide to SEO is vital in helping your website’s important pages rank highly on search engines. Search engines, such as Google, will read the pieces of content of your website when crawling; the words used throughout the on-site content will determine how high you rank on search results pages.
The production of quality on page content will include the following three elements: structure, copywriting and most importantly, keyword research. That which you put onto your website should be relevant, informative and rich in keywords that are high in search volume and low in competition with your competitors.
Technical, Authoritative and SEO content need to work simultaneously in order to produce a fully optimised website - ultimately amplifying your standing on search engines, thus driving more traffic and conversions. Should you wish to enquire further with SEO expert Christopher Clowes, book in your free marketing consultation today.